Principle 1: Don’t assume vaccine hesitancy

Principle 2: Anticipate cognitive shortcuts

Principle 3: Tell stories

Principle 4: Build trust and use credible communicators

Principle 5: Connect with people’s values

Principle 6: Remind people why we vaccinate

Principle 7: Reinforce social norms

Principle 8: Busting myths can backfire

Principle 9: Recognize vocal vaccine deniers

Principle 10: Communicate vaccination as an aspiration, not an act